Significant advances in neuroscience in the last couple of decades are finally bringing us
closer to a place we have never been before inside the human mind. Research is able to
measure brain movement and emotions to see how brain works. Conventional marketing
tools have proven to be limited when testing human subjects and have frequently been
criticized for their inability to assess consumers’ motivations. Although neuromarketing is
gaining popularity among professionals and academicians, there are still reservations when it
comes to the function of neuromarketing and its level of information accuracy. The emerging
field of emotions as a physiological state in marketing has established itself as an important
source for marketers and academic research. This article reviews the history of
neuromarketing, describes its applications, depicts the challenges in its implementation, and
hence explores potential elucidation to ensure effective uses that remain underexplored